MKT2BBM Branding And Brand Management

Topic:

Conduct a critical analysis of a brand of your choice using Keller’s brand report card. Students should begin by undertaking a comparative brand audit and developing a detailed assessment of the brand’s values, positioning, and current sources of brand equity. Following, groups should critically evaluate the current situation of the brand according to Keller’s brand report card. Lastly, groups should provide a well-reasoned and supported digital marketing program based on the findings.

10 questions that you have to evaluate the brand on (build up 10 paragraphs)

(state the POD of your brand to the competitors)

Q1: The brand excels at delivering the benefits customers truly desire (200-250 words)

Q2: the brand stays relevant (300 words)

Q3: The pricing strategy is based on consumers’ perceptions of value

Q4: The brand is properly positioned

Q5: The brand is consistent

Q6: The brand portfolio and hierarchy make sense

Q7: The brand makes use of and coordinates a full repertoire of marketing activities to build equity

Q8: The brand mangers understand what the brand means to consumers

Q9: The brand is given proper support and that support is sustained over the long run 

Q10: The company monitors sources of brand equity